Myer to reveal ‘Find Wonderful’ – its first brand relaunch for nearly a decade – today via new creative agency Clemenger BBDO, Melbourne
Myer is set to reveal its first brand re-launch for nearly a decade today, in partnership with its new creative agency Clemenger BBDO, Melbourne.
The brand positioning message, ‘find wonderful’, is a major shift in direction for the iconic department store, and follows extensive research into the Myer customer base, its desires and aspirations.
Clemenger BBDO Melbourne, appointed by Myer back in August, worked in conjunction with fashion specialist, Unit1 Creative.
The brand re-launch begins with a major television campaign commencing today and will be supported by cinema, online and in-store media.
Says Myer CEO Bernie Brookes: “In the fast changing retail landscape we wanted to know how and where we fit into the expectations and desires of today’s retail consumers. We now better understand who our shoppers are and what they are looking for when shopping at Myer.
“Consumer expectations and behaviour have changed. We’ve been progressively making changes and improvements to our business and we think our offer today is as strong and relevant as it has ever been. To reflect that, we asked Clemenger to help us tell the Myer story in a contemporary way, while drawing on our 100 year heritage as Australia’s leading department store.”
Brookes said ‘find wonderful’ was far more than an advertising tag line: “It is a way of showing our customers we understand what they are looking for, and sharing our love of shopping and the great moment of joy that comes from finding just what you want. This is the inspiration behind our new brand thought – ‘find wonderful’.”
Myer has also used the research to re-launch the company’s purpose and values to drive employee engagement across the business.
“We have crystallised our vision and our team members have responded very strongly to the themes. Our team is incredibly energised to bring ‘wonderful’ to all our customers,” Brookes said.
“The brand re-launch follows the very successful launch of Myer Giftorium in all stores – Myer’s unique Christmas gifting experience – which really sets the scene for ‘finding wonderful’ as we head into our biggest trading period,” he said.
Says Myer Chief Merchandise and Marketing Officer Daniel Bracken: “This is a significant moment for the Myer brand, the first major re-launch for almost ten years, and we have ensured the campaign will have the media impact to do justice to the emotion at the heart of our message.
“The campaign is designed to appeal to our growing contemporary customer segment, as well as emotionally engaging with all our existing customers.”
The commercial, which features Adelaide actress Tilda Cobham-Hervey, was shot in New Zealand over three days, directed by Gaysorn Thavat via Exit Films. Myer brands featured in the TV Commercial include Maticevski, Alex Perry, Kate Sylvester, Giambattista Valli and Ellery.
Agency: Clemenger BBDO, Melbourne
Creative Chairman: James McGrath
Account leadership: Kim Boehm
Account Management: Natalie Nissen
Creative Directors: Evan Roberts, Nikki Hillier
Creative Team: Hilary Badger, Stephen de Wolf
Planner: Matt Kingston
Interactive Director: Roger Box
Executive Producer: Sonia von Bibra
Director: Gaysorn Thavat
Producer: Karolina Bozajkovska
Production Company: Exit Films
Designer: Rick Kofoed
DoP: Ginny Loane
Editor: Sam Brunette
Post Production: Helen Naulls, Blockhead
Producer: Declan Cahill